Following the qualitative research, we launched a global quantitative study based on a sample size of 633 global marketing leaders. The survey was completed online via a self-completion questionnaire.
Global marketing leaders were defined as CMOs, Directors, VPs and team leads in Marketing, Marketing Operations and Customer Experience who work in companies with 250+ employees or $50m+ revenue. We surveyed leaders across all industries with B2B, B2C and hybrid business models.
There is also a CMO Index which measures how marketing leaders see the overall health of marketing today. It is comprised of three pillars:
Impact:
- I have a clear understanding of which activities, channels and marketing levers give the best ROI.
- We have a strong team with all the skills we need to deliver our marketing strategy
Alignment:
- Beyond our commercial goals, we have a clear mission/purpose as a brand.
- Our brand is an asset that really helps us to deliver commercial success.
Investment:
- My CEO and CFO believe in the value of investing in our brand for the long-term.
- We have the right balance between short-term return and long-term brand building in our marketing.
